Gamification has become an essential component to marketing strategies in the automotive industry. The incorporation of game mechanics and experience design allows industry leaders to digitally engage and motivate consumers during the buying process.

Create demand with gaming

Auto executives recognize that reaching their target market digitally allows them to overcome barriers of scale, time, distance, connectedness and cost, according to Gartner, Inc. It also allows them to increase product value, brand and innovation.

Lamborghini’s online “Experience Your Instinct” configurator was designed to create a 3D experience for the launch of the Huracàn. Potential customers and fans selected components such as interior and exterior color, rims, brakes, hood and a variety of other interior options.

But the experience continued beyond the digital build. Consumers were then invited to take their custom Huracàn for a virtual road test that included realistic vehicle physics, detailed graphics and even the authentic sound of the V10 engine.

The result?

Huracán became the bestselling model in Lamborghini history.

Read more about Lamborghini’s use of gaming as part of their business strategy in Dassault Systèmes’ Compass Magazine article.

Try out Lamborghini’s online configurator – “Experience Your Instinct”

Gartner Reveals How Gamification Drives Digital Business